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A key piece of Yahoo‘s “It’s You!” campaign seems to be to focus on big markets. To kick off the rebranding effort Yahoo! took out a full page ad on the world largest English newspaper the Times of India. The ad tells readers that “The Internet Is Under New Management! YOURS!” I am not sure how effective it will be in India let alone anywhere else. The ad was created by old world advertising agency Ogilvy & Mather suspects WSJ. Many such agencies are out of touch when it comes to connecting with users in the internet age. The message doesn’t ring with me. I don’t want the internet under my management. You can view the original here (select Mumbai version).
Channels: india, Yahoo
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Don't know where the writer is coming from. I manage a support team here in Chennai and when I showed them the ad they immediately got the message and said "it's about time Yahoo! made themselves known again here in India." Maybe the writer should talk to a few others before projecting their personal opinion in the blog-o-sphere!
Comment by Mike Bellissimo — October 7, 2009 @ 6:32 PM
maybe the ad is specifically adressing india's tired , abused and underpaid workers in regards to 'management'. giving the abused 'back-office' worker a sense of freedom through proxy by linking yahoo's absence from the indian scene and trying to imply that yahoo is not the kind of company that only uses them for their cheap labor. its with them, not above them.
does that theory have any legs?
Comment by shorekey — October 7, 2009 @ 9:28 PM